Hot 100 2014: Cheryl Adamson & Perri Lewis

Steering an on-demand jewellery education platform for emerging designers or those wishing to improve their skills is undoubtedly a challenge, but when a former journalist and city lawyer come together it seems nothing is impossible.

Starting her career as a writer for The Guardian, The Telegraph and Psychologies, Perri Lewis now heads-up the content for online education site Mastered, ensuring the site’s visitors get the best-possible advice from some of the industry’s most sought-after names.

Mastered originated from The Amazings, a website based on the concept of enabling students to learn skills from their elders. “The Amazings was such a popular brand, but we knew that to succeed we had to support students at a higher level,” Perri says.

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For former city lawyer Cheryl Adamson, Mastered gives her the opportunity to fl ex her skills across multiple areas, including strategy, social media, marketing, copywriting and community building.

She explains: “There are so many fantastic hobby courses available online, but professional courses taught by experts aren’t as widely available. When we secured experts Holts Academy as a teaching partner, we knew that we were going to offer students the best teaching.”

Mind-reading would be a useful skill for the pair, who consistently try and discover what their students want and how best they can help them.

“Setting our students up for success is at the heart of everything we do, from our camera close-ups to our personal coaching, but finding the balance of giving it to them in a way that makes business sense is always an ongoing challenge,” admits Cheryl with a smile.

The web never sleeps, which makes time away from the industry a challenge for Cheryl and Perri. Fortunately, with Mission Impossible-style stealth, the ladies manage to sneak out of the office for regular hot yoga sessions – even if the relaxation only lasts for 90 minutes.

Instead of sitting on the sidelines of the industry waiting to develop the perfect business, Cheryl and Perri have presented Mastered to the public and used their feedback as a major driver. Ultimately, this has resulted in a platform that plants the seed of positivity into every visitor’s mind – no mean feat in an industry that’s often fraught with challenges.